"I think there is beauty in everything. What ‘normal’ people would perceive as ugly, I can usually see something of beauty in it." — Alexander McQueen

Alexander McQueen brand was founded by designer Alexander McQueen in 1992. It is into ready to wear, shoes, jewelry and accessories.

The first shown is the teaser for the brand

The 16 sec teaser has nothing about the brand or its product. It was just launched to create curiosity among the audience regarding the brand and its upcoming projects. Along with this there has been use of sexual imagery in the teaser. The teaser was launched for autumn winter collection which was later disclosed on a ramp show.

Shown below is kind of unique print ad for the spring collection of the brand.

The ad has a female model wrapped in 'Nature' as we put it. Visual Imagery has been used for the purpose of conveying the idea and image. Spring know for its colorful natural beauty has been used in the print ad.

The next commercial by MCQ uses transformational approach. 



The Ad shows a Ballet dancer sporting MCQ and the elegance and poise with which she performs has been tried to be tied to the brand name as well. It was never possible for the audience to attach themselves with the brand in such a way if it hasn't been for this commercial. The TVC has no particular thing to convey about the brand except for the MCQ flashing at the end of the video. This is clear that the brand wants to gain a favorable position owing to its Brand image.